Ingy Yousri Ismail: Championing Fashion PR in the Middle East
Ingy Yousri Ismail, a vibrant Egyptian-Italian entrepreneur and PR visionary, has redefined the approach to public relations in the fashion, luxury goods, and lifestyle sectors across the Middle East. As the founder and CEO of Flare PR, a boutique agency specializing in brand elevation, Ismail has infused her expertise and international experience to empower emerging brands in a fiercely competitive industry. From building partnerships with A-list brands to nurturing an all-female powerhouse team, Ismail’s journey is a remarkable testament to determination, creativity, and leadership.
Born with an inherent flair for fashion and an eye for brand storytelling, Ismail’s path took her across some of the world’s fashion capitals—London, Milan, and Florence—where she honed her skills. After completing her studies in Fashion and Luxury Goods Management and Fashion Merchandising and Management from the prestigious Polimoda in Florence, she worked with top-tier brands like Salvatore Ferragamo, Diesel, and Aquazzura. These early career experiences provided her with valuable insights into the world of luxury fashion, enabling her to establish a robust foundation in the industry.
Ismail’s career took an entrepreneurial turn in 2016, when she launched Flare PR with the vision to elevate the Middle Eastern fashion and lifestyle landscape. Determined to support emerging brands in finding their voice and making a mark, she poured her international experience, connections, and expertise into her agency. Under her leadership, Flare PR has evolved into one of the region’s top boutique PR agencies, drawing an impressive clientele that spans renowned designers, celebrities, and influencers. Her unique approach has propelled her agency’s success, setting a new standard for boutique PR in the region.
The agency’s name, “Flare,” is a nod to the brilliance and dedication of Ismail’s all-women team, who share her passion for bringing brands to life. Inspired by the prosperity of women, Ismail has cultivated a work culture at Flare PR that emphasizes collaboration, growth, and empowerment. Her team operates with precision and creativity, executing innovative PR strategies and offering clients an unparalleled level of support to elevate their brands. “Flare” not only represents the agency’s glowing success but also symbolizes the bright future Ismail envisions for her clients and her team.
Ingy Yousri Ismail’s reputation for producing captivating brand experiences has attracted numerous high-profile collaborations. Through her agency, she has led the PR efforts for international fashion brands such as Roberto Coin and launched global icons like Sandro and Maje in Egypt. Under her guidance, Flare PR has orchestrated remarkable events, including fashion shows for acclaimed designers Rami Kadi and Naeem Khan, as well as the launch event for Kahhal Looms at the historic Grand Egyptian Museum. Each event, executed with finesse and creativity, has underscored Flare PR’s commitment to excellence and innovation in the Middle Eastern fashion and lifestyle industry.
Beyond her success as an entrepreneur, Ismail has become a recognized mentor and thought leader in the fashion world. In her capacity as a Fashion PR & Events and former mentor with the Dubai Fashion Institute (FAD), as well as through independent efforts, she generously shares her knowledge and insights with aspiring fashion professionals. Her guidance is not only empowering a new generation of PR professionals but also shaping the future of the industry. To further extend her influence, she created “The PR Chronicles,” a podcast series where she discusses various aspects of fashion PR, offering valuable educational content to a broader audience.
Ismail’s recent participation as a guest speaker at the Forbes Middle East Under 30 Summit in January 2024 highlighted her expertise and influence in the industry. Her work has not gone unnoticed in the media either, as she has been featured in publications such as Elle Arabia, Haya Magazine, and Grail Middle East. With every feature, Ismail continues to inspire and solidify her legacy as a prominent figure in the fashion PR sector.
A visionary and strategic thinker, Ismail has also leveraged her vast network to foster collaborations between Middle Eastern and international brands. One of her notable achievements includes partnerships between Egyptian jeweler Azza Fahmy and luxury brand Balmain, as well as a collaboration between Okhtein, a beloved Middle Eastern brand, and Balmain. These partnerships reflect her ambition to merge regional talents with global names, a move that brings visibility to Middle Eastern brands while enhancing their global reputation.
Ingy Yousri Ismail’s relentless pursuit of excellence and innovative vision has not only positioned her as a leader in the industry but also as an inspiration to countless women in the field. Her work embodies the essence of modern PR—a dynamic blend of relationship-building, creativity, and strategic planning. With her ability to foresee trends and craft powerful brand narratives, Ismail has carved a niche for Flare PR, setting it apart as a beacon of innovation and reliability in the MENA region’s fashion landscape.
As Ingy Yousri Ismail continues to expand her influence in the Middle East and beyond, her legacy is one that empowers women, fosters creativity, and builds bridges between regional and global brands. Flare PR’s journey under her leadership reflects the promise of the region’s burgeoning fashion industry and her commitment to guiding it toward a bright, sustainable future. Through Flare PR and her various initiatives, Ismail is not only shaping the fashion PR industry but also leaving an indelible mark that inspires others to follow in her footsteps.
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